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Go from Anonymity to Thought Leader at the Click of a Mouse™ – and Leave Your Competitors in the Dust

“Marx Communications helped ZoomInfo refine its brand positioning and secured influential media placements, including targeted byline articles, that built thought leadership. Marx also contributed to the launch and success of our annual conference. Their strategic thinking and strong results helped propel ZoomInfo’s continuing growth.”

 

Anna Fisher
Senior Director of Marketing and Head of Lead Generation, ZoomInfo

Case Study: ZoomInfo

Industry: Business Intelligence
Company: Established 2000
Audience: Marketing and sales professionals from SMB to Fortune 500 companies


How do you enhance positioning and expand awareness and thought leadership for an established but under-recognized player in the highly-competitive business intelligence space?


Challenges

  • Develop and implement an ongoing program to build targeted visibility for an established B2B company that is innovative, rapidly growing and highly profitable but isn’t proportionately well-known
  • Create a steady stream of enticing, authority-conveying coverage in marketing, sales, tech, entrepreneurial and general business media
  • Generate interest in a new annual conference in the crowded marketing and sales event space


Solutions

  • Craft a differentiated story: Reposition ZoomInfo at a higher level (as a platform provider) and tell how it has used its proprietary solution to drive its own growth
  • Showcase founder and CEO’s viewpoints and expertise through media interviews and byline articles
  • Boost thought leadership and brand preference by securing byline article placements that demonstrate ZoomInfo’s business acumen and value proposition, engender trust, and share useful information
  • Establish annual ZoomInfo Growth Acceleration Summit as an increasingly popular source of groundbreaking insight by featuring speakers and linking to summit web page in media stories
  • Leverage company’s Inc. 5000 listings, other industry honors, customer testimonials, research findings, and analyst and summit speaker commentary to lend credibility


Results

  • Secured 50 published media placements and 3 pending articles in 29 months, reaching more than 46 million
  • Garnered original coverage (most involving interviews) in media including Inc., Yahoo! Small Business, Chief Marketer, MarTech Series, BostInno and Boston Business Journal
  • Placed byline articles in such outlets as Chief Executive, SmartBrief, Small Biz Daily, StartupNation, American Express OPEN Forum, Chief Marketer, CMO.com, Marketo Marketing Blog, Marketing News, MarTech Advisor, MarTech Series, Demand Gen Report, Sales & Marketing Management, Salesforce Blog, SellingPower and insideBIGDATA
  • Secured 14 event listings for summits to expand attendance
  • Reflecting growing interest, ZoomInfo lengthened summit from 1 to 2 days as attendance more than doubled from 200 in 2016 to a projected 500 in 2018
  • Company has experienced revenue growth of 250% over the last 4 years

 

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marx-communications
PR Experts & B2B Branding & Inbound Marketing Specialists
1 Century Drive, Trumbull, CT 06611
Tel: 203-445-2850
Fax: 203-445-0030